Marketing
S2O Songkran Music Festival works with EDM Addicts on an ongoing basis to support festival communication and visibility within Thailand’s electronic music audience. The collaboration focuses on amplifying official announcements and updates released by the organizing team, without taking control of the festival’s primary social channels.
Marketing support through EDM Addicts follows S2O’s confirmed release schedule, including lineup announcements, ticket phases, and event-week information. Content is published in coordination with official materials so that messaging remains accurate, timely, and aligned with the festival’s broader communication flow.
By operating as a dedicated media extension, EDM Addicts helps reinforce S2O Songkran Music Festival’s presence during key moments in the calendar. This structure supports continued awareness and engagement while allowing the festival to retain full ownership of its core branding and communication strategy.
Scope of Work
EDM Addicts supports S2O Songkran Music Festival through structured media execution centered on editorial amplification, social publishing, and event-focused content output. The work begins with aligning to S2O’s official announcement calendar, ensuring that all media activity follows confirmed timelines for lineup releases, ticket phases, and operational updates. Content planning is handled in advance for major milestones, with flexibility built in to accommodate last-minute artist confirmations or schedule changes typical of large-scale festivals.
The scope includes producing and publishing festival-related content across EDM Addicts’ platforms, such as lineup reveal posts, artist highlights, stage and concept explanations, and practical information pieces covering entry rules, schedules, and event logistics. Voice-over video formats, short-form clips, and static editorial visuals are prepared to match the tone and expectations of S2O’s audience. All content is reviewed against official materials to avoid inconsistencies, speculation, or premature announcements.
During the lead-up and event period, EDM Addicts provides continuous coverage support, including reminder posts, countdown content, and post-event highlights. This phase focuses on maintaining visibility without overwhelming audiences, ensuring that key information remains easy to find and share. The scope does not involve managing S2O’s official social accounts or paid media, but instead operates as a dedicated media layer that extends reach, reinforces credibility, and supports audience understanding throughout the festival cycle.
Media Rollout
Media rollout for S2O Songkran Music Festival is structured around key announcement and attendance-driving moments rather than continuous daily posting. Coverage begins at the official reveal stage, where EDM Addicts publishes lineup announcements, first-look visuals, and explanatory posts that help audiences quickly understand what has been confirmed. These releases are timed to mirror S2O’s official communications so information reaches audiences at the same moment across channels.
As the festival approaches, rollout shifts toward clarification and reinforcement. Content focuses on breaking down lineups by day or stage, highlighting returning artists and notable bookings, and sharing practical reminders related to dates, venue access, and water-festival conditions. Short-form video formats and voice-over edits are prioritized during this phase to suit high-share social feeds, while static posts support clarity and saveability.
During event week and immediately after, media rollout centers on real-time visibility and recap coverage. This includes final reminders, crowd-facing content, and post-event highlight albums or videos that reflect the scale and atmosphere of S2O without relying on speculation or exaggerated language. All rollout activity links back to official S2O sources for tickets and confirmed details, ensuring consistency while extending reach through EDM Addicts’ established festival audience.
Tools and Execution Approach
Execution for S2O Songkran Music Festival was handled through Tonight Media’s owned platforms, with EDM Addicts acting as the primary media channel for EDM-focused communication. Content was planned and published using Facebook, Instagram, and TikTok, relying on platform-native tools and Meta Business Manager to schedule posts and manage visibility. All content followed confirmed information released by the S2O organising team, with no speculative or unofficial material published.
Visual assets such as lineup artwork, artist announcements, and timetable graphics were adapted into platform-specific formats for feeds, stories, and short video. Copy was written in Thai and English, prioritising clarity over reach, so audiences could immediately understand who was playing, on which day, and where. Short video formats were used selectively, mainly to present lineup information or highlight official event visuals, without altering or reinterpreting the festival’s messaging.
Publishing followed a structured calendar aligned with ticket phases and major announcements. EDM Addicts posts were timed to support S2O’s official release schedule rather than compete with it. Performance tracking relied on basic platform metrics such as reach, engagement, and link interaction, used mainly to adjust posting timing and frequency. When updates were issued by the organisers, content was revised promptly to keep all public-facing information accurate and consistent.
Campaign Results
The campaign supported strong visibility for S2O Songkran Music Festival across key announcement phases, with consistent reach during lineup releases, ticket milestones, and event-week communications. Posts tied to confirmed artist announcements and timetable information generated the highest engagement, showing clear audience interest when information was direct and easy to act on.
Video-led content, particularly short-form edits and voice-over lineup pieces, performed well across social platforms, helping reinforce awareness beyond the festival’s core audience. Paid support during major announcement windows contributed to increased interaction on priority posts and stronger traffic flow toward official information channels.
Media coverage through EDM Addicts helped maintain message consistency during high-volume periods, ensuring updates were clearly communicated without conflicting details. Overall, the campaign maintained steady momentum across the sales and event timeline, supporting ongoing audience interest while keeping communication structured and reliable.
Results
Beyond surface-level reach and engagement, the collaboration helped establish a more structured and dependable communication flow around S2O Songkran Music Festival. Audiences became accustomed to where and how official updates were shared, which reduced confusion around lineup confirmations, schedules, and entry-related information during peak periods.
Over time, the consistency across announcements, reminders, and event-week messaging supported stronger audience confidence in planning ahead. Engagement patterns showed that fans responded best when information was clearly framed and released in a predictable sequence, rather than scattered across multiple sources. This made it easier for attendees to follow developments without relying on third-party speculation.
From an operational standpoint, the coordination between S2O’s core team and EDM Addicts proved effective during high-pressure moments close to the event. Updates were published with minimal friction, corrections were handled quickly when needed, and post-event content was shared without disrupting ongoing communication. The approach created a repeatable structure that can continue to support future editions while allowing flexibility as the festival evolves.
